KCRA 3 photographer Marcellino Navarro shoots video of Demarcus Cousins as he prepares for a matchup against the Miami Heat.

KCRA 3

However, many fans were only focused on the game against the defending NBA champions, particularly those who went to Sleep Train Arena to buy tickets.

"I think we’re promising,” said Natalie Lee, who was at the arena hoping to get any tickets still available.

"I was at the game when they broke the [Guinness World] record," said Marco Sanchez, who showed KCRA 3 his newly bought ticket for Friday’s game. "It was so loud my head was hurting the entire night!"

That noise record still stands, by the way, though not without multiple attempts to break it by other teams.

Kings President Chris Granger said the Kings have the biggest attendance increase in the NBA this year. Part of that is due to the seven consecutive sellouts the team has seen this season.

"I think every game is a big game for us," Granger said. "Especially here in the Western Conference."

But it’s what is happening off the floor that has a lot of people excited. While fans may be watching the court, “the world is opening its eyes to what's happening here in Sacramento,” Granger said.

The Kings announced an international partnership Friday with India’s Krrish Group and the fast-food chain Jimboy’s Tacos.

“We'll be working with the Krrish Group with in-arena advertising, broadcast advertising and digital advertising," Granger said. "It marks our first partner within the country of India."

“You're seeing that all tied together because of the Sacramento Kings being here,” said Mike Freeman, director of marketing for Jimboy’s Tacos. “The business and opportunities it's creating are unlimited.”

Jimboy’s Tacos just started negotiations with the Krrish Group to expand into India. The likely next move was to add the Kings into the equation.

“It's as if it's a perfect storm, all these forces came together,” said Pranay Gupta, a senior adviser with the Krrish Group. “The Kings were bought by Vivek (Ranadive), and there was globalization and tech push.”

It is all part of a far more visible Kings organization, part of what Ranadive calls “Kings 3.0.” and also something business owners said could never have happened a year ago.

“Absolutely not,” Freeman said. “And if it weren't for the Sacramento Kings, you wouldn't be seeing this type of interest all of a sudden being focused on Sacramento.”

Granger said this is just the first of several partnerships with Indian companies the team anticipates on announcing in the next few weeks.

In addition to the business arrangements, the Kings have been putting more players out in the community as part of their outreach efforts.

The Kings organization has also given 10 percent of all ticket sales to local charities.

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